摘    要：人工智能和大数据等新兴技术的快速发展与普及，深刻影响着与消费者生活息息相关的零售业，传统零售业面临着极大风险与挑战，“新零售”理念应运而生。

新零售落地实际商业场景离不开技术的支撑，其中人工智能是传统零售业向新零售转型的关键驱动技术，人工智能是研究、开发、模拟人类智能的新兴技术，极大扩展和延伸了人类智能在更多领域的运用，被越来越多的企业重视与运用到零售业。

本文选取人工智能运用于零售业较为成熟的“美图美妆”APP为代表，探讨了AI落地新零售商业场景的结合方式和途径，其垂直精准的营销方式对于新零售发展有极大的推动作用，分析人工智能技术在新零售应用中的优点与弊端，趋利避害，有助于人工智能为代表的新技术推动新零售的发展，推动传统零售业的创新与转型，为零售企业的新零售战略提供借鉴和启示。

关键词：人工智能； 新零售； 垂直营销； 营销效果

ABSTRACT：Emerging technologies such as artificial intelligence and big data with the rapid development and popularization, profoundly affected the retail industry, which is closely linked with the consumer life traditional retail industry is facing great risks and challenges, new retail concept arises at the historic moment.

New retail real business scenarios without technical support, landing in which artificial intelligence is the key to the traditional retail to the transformation of new retail drive technology, artificial intelligence is a research, development, simulation human intelligence of emerging technology, greatly expanded and extended the use of human intelligence in more areas, has been more and more enterprises attach importance to and apply to the retail sector.

This article selects the artificial intelligence applied to a mature retail represented "the beautiful beauty makeup" APP, this paper discusses the AI ground combination way and the way of new retail business scene, its vertical precision marketing has great role in the development of new retail, analysis of artificial intelligence technology in the application of new retail advantages and disadvantages, disadvantages, represented by the new AI technology, help to promote the development of new retail, the innovation and transition of traditional retailing, new retail strategy of retail enterprises to provide reference and enlightenment.

Keyword: Artificial intelligence（AI）; The new retail; The vertical marketing; The marketing effect

目    录

1.引言 3

1.1研究背景 3

1.2研究意义 4

1.2.1理论意义 4

1.2.2现实意义 5

1.3研究内容和方法 5

（一） 研究方法 5

（二） 技术方案 6

1.4国内外研究现状综述 7

2.AI运用于新零售的市场分析 8

2.1 国内外AI运用于新零售现状 8

2.2 AI技术落地零售业的发展特征 10

2.2.1发展迅速收益性好 10

2.2.2大数据运用将更加普遍 10

2.2.3营销形式将更多样化精准化 10

2.2.4成熟盈利还需发展 11

2.3竞品分析——以美图美妆与抹茶美妆为例